From Niche to Mainstream, How Did Air Fryer Go Viral?

Last week a friend invited me to her house, as she promised me a feast. After I arrived, realized she just bought an air fryer recently instead of transforming into a master chef, she wanted to cook too much food for herself alone, so she invited me to finish them together.

Coincidentally, another friend also bought an air fryer and often posted the "delicacies" he made on Moments. I commented: "Is it easy? Didn't you say it nonsense?", he replied “Useful, it heats food”.

Not just my friends, air fryers are extremely popular among young people and you can see air fryers listed on many rankings. According to the data from Aoweiyun.com, the sales of air fryer reached RMB 5,850,000,000 (USD830,000,000) in three quarters of 2022, up by 182.3%. From niche to mainstream, how did air fryer go viral?



1. Fueling from social platforms

Ever since I searched once for air fryer in Xiaohongshu App, I am being fed like crazy the related content. So far, the search on social platforms for “air fryer” has reached 1.38 million. From how to choose an air fryer to how to use it, to various air fryer recipes, the whole air fryer buying and using process content flies all over social platforms. I can become a master chef by following these guides step-by-step with little brain-work.

And these air fryer recipes look really tempting, if it weren't on diet or kitchen too crowded, I've already placed an order (the particular model already on my mind).

2. Price cut in 11.11

In this 11.11 shopping festival, the price competition of air fryers is fierce. Appliance brands like Midea, Shanben,Aux and Bear have shown all their tricks to lower price. Midea 707 Air Fryer, hot on social platforms, usually costs RMB319(USD45.57), while in this 11.11, customers could  buy it for only RMB161(USD23). In addition, there are air fryers on the live rooms of Li Jiaqi or Luo Yonghao, prices cheaper by RMB dozens, you can buy them for only about RMB 200 (USD28.57).



In the event of weak overall home appliance sales in 1st half 2022, appliance brands hope to turn the sale situation in 11.11 and take a leading position in this product line. In  the category of air fryer with little technologies involved, price mattes in consumer decision-making.

3. Clearly positioned air fryers are accepted gradually

Initially, air fryers were marketed as healthy frying without oil, which was quickly frustrated. Many experiments have proven that the calories of fried food and air fried ones are almost same, and it doesn't get healthier. In addition, some consumers feel oil fried food is more while the air fried one is relatively dry.

With the popularity of air fryers, consumers have discovered more uses of air fryers that are more small ovens than fryers. It is good to make toast and egg tart in air fryers. As my above mentioned friend said, it works very good to heat cold fried chicken, croquettes and crackers in air fryers. When heated in a microwave, these food softens, losing flavors, while heated in an air fryer, they'll still remain very crispy. Consumers know air fryers better and position them clearer, There will be no big experience fall after the purchase, or feelings that air fryers are useless



Statistics show that air fryers will grow into a market of tens of billions value (USD1.5 billion), and many companies have already entered the arena. Time will tell whether air fryers will become another important role in the kitchen like rice cookers and microwaves.

Source: http://news.cheaa.com/2022/1123/614546.shtml